10:52 GMT
Jake Lapham
Live reporter
Image source, ZohranMamdani/ YouTubeImage caption,
Mamdani visits a NYC deli to promote his small business policies in a campaign video
From kebab vans to scavenger hunts, Zohran Mamdani’s social media strategy played a part in propelling him to victory in this mayoral election.
His heavily edited videos on TikTok and Instagram have amassed millions of views and arguably helped him transcend politics, becoming both a mayoral candidate and a pop culture figure.
In one of the first clips of his candidacy in October 2024, Mamdani walks down the street telling viewers: “The cost of living is the real crisis.” The video features a hip-hop beat, and a retro-style filter – stylistic elements that have since become a hallmark of his social feeds.
His most successful videos are often infused with personality. In a recent TikTok video that amassed more than seven million views, Mamdani attempts to deliver his campaign messages in Spanish, but self-deprecatingly adds: “Together we’ll build the city we deserve!
And with your help, I’ll keep learning Spanish.”
Other campaign stunts, like a scavenger hunt across the city, were designed to mobilise Gen Z voters.
Exactly how effective this strategy was in securing him victory is impossible to know. A look at the comments section of his videos will tell you the global nature of his supporter base – many of whom did not vote in Tuesday’s election.
There’s also the question of whether social media hype can sustain a political movement. Kamala Harris’s embrace of Charli xcx’s “brat” meme dominated the internet for a time – but failed to deliver meaningful momentum in the US presidential election last year.
In any case, Mamdani’s social media strategy will likely be used as a blueprint for some political candidates going forward.